What does Meta's Andromeda update actually do?
Meta's Andromeda update changed the way their ad delivery system works, and most info product advertisers either don't know about it or don't understand the implications. In simple terms, Andromeda expanded the candidate pool that Meta's algorithm evaluates when deciding who to show your ad to. Before Andromeda, the system was looking at a narrower set of potential impressions. Now it's evaluating significantly more candidates per ad request, which means the algorithm has more data points to work with when figuring out who's most likely to convert.
For info product advertisers, what this means in practice is that the words you use in your ad matter more than ever. The algorithm is reading your copy, listening to your video, and using that content to determine targeting. If you're specific in your language - "accredited investor with $500K liquid capital" or "coach doing $50K a month looking to scale" - Andromeda will find those people. If you're vague, you'll get vague results.
Does broad targeting work better after the Andromeda update?
This is why broad targeting has been outperforming interest-based targeting for a lot of advertisers recently. With Andromeda processing a larger candidate pool, the algorithm doesn't need you to narrow things down with interest stacks anymore. In many cases, going broad and letting your ad copy do the targeting produces better results at lower costs. Your creative becomes your targeting mechanism.
That shifts the game from "how do I set up my targeting" to "how good is my messaging." If your copy speaks directly to a specific person in a specific situation, Meta's system will find that person. If your copy is generic, you'll attract generic leads. The advertisers who win in this environment are the ones who can write ads that precisely describe their ideal customer's current situation.
What should you change in your campaigns after Andromeda?
If you're still running tight interest-based targeting with stacked audiences, test going broader. Let your creative do the work. Write ads that are so specific in describing your avatar that only the right people would respond. Test multiple messages - each one painting a different picture of a different type of buyer - and let the algorithm figure out which one resonates with which audience segment.
The structure shifts from "find the right audience, then write an ad for them" to "write an ad that describes the right person, then let Meta find them." That's a big change in how you approach campaign setup. The advertisers who adapt fastest will have a real advantage. The ones still manually trying to out-target the algorithm will keep paying more for worse results.
Why is your ad copy your targeting now?
The takeaway is simple. Andromeda made Meta's algorithm significantly better at matching ads to the right people, but it relies on your creative to know who those people are. Write better ads. Be specific about who you're talking to. Describe their situation in detail. And then let the machine do what it's built to do. That's the play for info product advertisers going forward.